Advanced Analytics At volvo cars

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1 volvo cars Åke Ljungdahl VP Corporate Quality Volvo Cars Malte Isacsson 6-Sigma Deployment Director Volvo Cars Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

2 History Volvo Cars was an early adopter of IT technology. In the 70 s, KDP, Memo ( ), CAD, etc. was introduced. The KDP enabled customer specified car orders through sequential assembly. Some of these systems are still operational and vital to run production and to order cars. Most systems added were used to solve specific business problems, and has led to an increased efficiency and quality. The end result, however, is a structure with gaps, lack of holistic view on data in the company and data quality issues. In 2006 a decision was made to start consolidation of the data and gather all data in a data warehouse. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

3 Our cars Since model year 1999 Volvo Cars started to equip cars with Diagnostic Read Out (DRO) functionality, where data can be downloaded at service through a workshop station. Now car starts to be connected through the cloud, and create vast amounts of data to the company. This will enable direct communication with the end customers with new offers and business opportunities as a result. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

4 The customer Understanding the customer is crucial to strengthen brand perception, make attractive cars and services that appeals to the end customers. Data in the whole customer life cycle, provides an opportunity to optimise all stages and attain improvements in the customer experience, as well as offer individuals specific attention to their needs. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

5 The data challenge Volvo Cars Lean Six Sigma program has been active for 13 years, and has instilled a consciousness of the benefits of being data driven. Combining data sources leads to new knowledge and understanding of the business and customers, thus providing opportunities that were formerly unknown. The statistical challenges encountered with the combined and increased amount of data is beyond the ordinary Six Sigma level, requiring further competence development and recruitment. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

6 Connected vehicles amplifies the data challenge The Car becomes integrated in an all communicating world. The Sensus Cloud links the Car to Your services and needs Sensus Cloud Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

7 The business opportunities New areas, as e-commerce, digital marketing and social media challenges the company s old ways of doing business on one hand, on the other hand a great opportunity to make new business. Understanding the customers, also proves difficult, as social science becomes increasingly important, underlining the need of statistical methods used in operations research, econometrics, behavioural science and psychometrics. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

8 Data= Information+ Noise Business IT Business General process Data Collection & Experiment Store Structure Report Decision VCC process Product Customer Warranty Dealer Sales Economics Employees Extract/ Transform/ Load Volvo Data Warehouse Data Quality Master Data Management Extract/ Transform/ Load Pre process data for analytics Relevance Outliers Statistics Exploration Models Insights Visualisation Decision Business Question Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

9 Examples of Areas where analytics is/can be used Product Planning Product Development Manufacturing Sales Marketing Service Warranty HR Finance Business planning Portfolio optimisation Active safety research - Sensor fusion Early Warning systems for quality issues Logistics optimization Customer segmentation Sales lead creation Web site optimisation e-commerce Machine learning when repairing cars Residual Value optimisation Loyalty optimisation throughout the customer life cycle Warranty analytics Employee satisfaction/motivation Work force planning Financial risk modelling Financial audits Generic Customer Satisfaction Key Performance Indicator (KPI) generation in complex environments Text mining Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

10 Voice of the customer analytics What properties drives customer satisfaction? Car segments Markets Customer segments Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

11 Warranty Correlation with other repairs Geographical differences Seasonal effects Manufacturing dates Dealer repair cost performance Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

12 Lead creation- digital marketing Meet John Smith John lives in Gattonside on the Scottish Border. John owns a 2009 XC60 with 78,690 miles Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary 12 Date created:

13 John s Recent Visit to volvocars.com/uk User visited volvocars.com/uk from an ipad. User didn t follow any campaigns into the site. First, user looks at V60 offers. Then moves to the virtual tour Then visits the request-a-brochure page. User reviews the privacy policy. Then requests a brochure, stopping at both the e-brochure and brochure pages. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

14 Web behavior- Digital marketing Path visitors take to request a brochure. In general visitors look at one specific car model and the car configurator before they request a brochure. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

15 Active safety research Enabled by fusion of sensor data from: radar, laser, camera, velocity, etc Pedestrian protection City safety Collision mitigation Blind spot detection Further enhanced by connected vehicles: Car to Car communication Car to infrastrucure communication Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

16 Early warning system - Diagnostic Read Out Analysis/prediction engine Top concerns Car configurations Diagnostic readouts Repair reports analyses Event types Data drilldown Large scale, fully automated, survival analysis Kaplan-Meier estimator Prediction with maximum likelihood Weibull analysis Scheduled automated weekly updates Graphs and predictions Processed quality data directly to the engineers Current and predicted quality situation Analysis made by standard open source engineering tools Clickable reports Generated by standard BI-tools Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

17 Dissatisfied defectors Social Change Active/ Deliberate switchers Lifestyle adapters Inertial loyals Deliberative loyals Emotive loyals Driven away by sources of dissatisfaction Driven away due to change in Geography or other Seek vaiety.susceptible to competeition Needs change Low involvement Consider switching Continual reassessment stay or go based on rational decision making Perceive real differentiation rarely reassess puchase decision Improvements Loyalty programs Improve customer sat. Improve Loyalty in customer service Find controllable parameters that affects loyalty. Qualitative loyalty model Migra tors Customer loyalty segments Loyals Data Significant predictors Customer stock prediction vs age of cars Data Dealer Management System Customer Satisfaction Surveys Market simulation Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

18 Remarketing-Residual value- US market Best decision! (on average) Maximize RV for each individual car 250 Variables Transport Floor price: USD Total cost: 315 USD Profit: 240 USD Sell now at current location Floor price: USD Profit: 0 USD Wait Floor price: USD Total cost: 170 USD Profit: 145 USD Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

19 challenges to address, going forward Data Quality Standards for naming variables and items. E.g. not having 8 different ways of naming alloy wheels, space in the end of names, different number of space characters etc. Inconsistent dates, i.e. 30 th of february Master Data Management Many systems feed each other, risking inconsistency and updating problems. Double storage Confusion about what is master or reference i.e. what feeds what Accessibility Standardised ways of accessing AND understanding the data. Sometimes stored in codes that are not intuitive to understand Easer ways to connect data without being an SQL programmer. Access correct data at an appropriate level. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

20 challenges to address, going forward Business and Analytical Competence Business understanding/knowledge Skills in applied advanced statistics/ mathematics Skills in handling data IT/data management/scripting etc Management and business integration IT architecture knowledge Creativity/Conceptual ability Process change=change Management How we use the new insights might change processes, the way we do business, thus leading to need for change management. A challenge that should not be underestimated Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

21 challenges to address, going forward Privacy aspects Volvo Cars applies the same strict rules to protect the integrity of the end-users in a connected car as it applies to general safety issues. It will always remain the end-users decision if he or she would like transmit personal data to another party. Volvo however believes that generalized data from the whole Volvo car fleet can be useful for our customers and society. I.e. sharing information about road-condition, collected by the whole Volvo fleet of connected cars could be shared in the future with the road authorities. Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

22 Thank you! Questions? Issuer: Malte Isacsson and Åke Ljungdahl, Corporate Quality, Security Class: Proprietary Date created:

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